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Hobbycraft Release Christmas Trading Update

By Emily Peagram 15 Jan 2020

Arts and crafts superstore retail chain Hobbycraft has reported strong sales of 8.9% total company growth with LFL growth of +5.3% for the five weeks leading up to Christmas (20 November to 24 December 2019).

From brush-lettered baubles to custom-made wreaths and DIY crackers, this Christmas was all about adding a personal touch to make a unique decoration, gift or gift wrap.

Throughout the Christmas period, Hobbycraft hosted 12 weeks of Christmas workshops and demonstrations across their 99 stores. Over 23,000 adults and children attended the workshops, and in turn, sales figures showed an increase in ‘cracker making’ of 41% during the week they were demonstrated.

This trend was also replicated online, with Hobbycraft’s Ideas Hub and Christmas Look Book seeing 200,000 customers looking for Christmas ideas and inspiration, with the most popular festive blog posts including: “How to crochet a mini stocking advent”, “14 Christmas Eve Box Ideas” and “Advent Crochet-a-long”. Moreover, this was mirrored across social platforms with the hashtag #personalisedgifts being used over 1 million times on Instagram and 7 of the 9 featured top posts (at time of review) were related to crafting.

The retailer also saw significant growth in the number of customers choosing to use more recyclable products over the festive period including gift wrap, gift tags and DIY crackers. Sales of recyclable brown gift tags increased by 21%.

Dominic Jordan, CEO of Hobbycraft comments: “This is a good performance. This Christmas we’ve seen so many customers looking not only to personalise their gifts, but also to consider presentation and recyclability of materials. We’ve seen some fantastic examples of gift wrapping and tags which can be both beautiful and better for the environment.”

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